What Google say about Paid Links:-

Google and most other search engines use links to determine reputation. A site's ranking in Google search results is partly based on analysis of those sites that link to it. Link-based analysis is an extremely useful way of measuring a site's value, and has greatly improved the quality of web search. Both the quantity and, more importantly, the quality of links count towards this rating.

However, some SEOs and webmasters engage in the practice of buying and selling links that pass PageRank, disregarding the quality of the links, the sources, and the long-term impact it will have on their sites. Buying or selling links that pass PageRank is in violation of Google's webmaster guidelines and can negatively impact a site's ranking in search results.

Not all paid links violate our guidelines. Buying and selling links is a normal part of the economy of the web when done for advertising purposes, and not for manipulation of search results. Links purchased for advertising should be designated as such. This can be done in several ways, such as:

• Adding a rel="nofollow" attribute to the <a> tag
• Redirecting the links to an intermediate page that is blocked from search engines with a robots.txt file

Google works hard to ensure that it fully discounts links intended to manipulate search engine results, such excessive link exchanges and purchased links that pass PageRank.

More about Google PageRank® and Paid Inclusions

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Other search engines may now gradually be discounting the benefits of direct reciprocal links and may tend to give more preference to sites that have “one-way links, back links". This means that any two sites directly linking to each other will no longer be improving their search engine visibility as much as sites that have “incoming-only links from other topic-related sites. Therefore exchanging links directly with a site which directly links back to your may not benefit in search engine ranking. Linking back to a different site owned by the person who links to you may be more effective.

Remember this may be more beneficial to real people finding and clicking on your link.

It is suggested that where possible you link to a different site owned by the person linking to you. View Click here to find out a way to do this. 

Avoids spamming dangers of “link farms and other similar ill-advised approaches.

Exchanging links should not be carried out with the aim of improving Google PageRank® of a website. It should more thought of as providing useful content to your website. You link to a website because it has useful information.

We do not recommend paying to Back Links. There are some who state that Google do not like to list website which have paid for links, and may even remove the Google PageRank® of those sites. This is related to the Google PageRank® system which is based on Organic Search results and not paid results.

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